Seeing the Big Picture: How PR Pros Can Use Infographics to Tell a Story

April 17, 2012
by Shawnee Cohn, Media Relations Specialist, Business Wire/NY
MRT

Shawnee Cohn

They say a picture is worth a thousand words, but what about a thousand hits? Defined as “graphic visual representations of information, data, or knowledge,” infographics are more likely to be shared via social media than your standard text article. Therefore, both journalists and PR professionals are taking notice of this visual phenomenon. (Need some examples? Take a look at this slideshow from Mashable).

Here at Business Wire, we encourage clients to create infographics and include them as Smart News release assets in their press releases. For example, Kaplan Test Prep recently utilized an infographic to summarize their annual survey results. Convio also offered a visual look at the data included within their press release about online giving, and Mashable later republished that same infographic.

This slideshow requires JavaScript.

So if you’re a PR professional embarking on the infographic challenge, what do you need to know beforehand? The Publicity Club of New York recently hosted a discussion about these popular visual representations of data. The panel included:

Here are some highlights offered by the experts:

Infographics help us cope with information overload: With the abundance of raw data that is available to consumers today, the average person’s “attention span is declining,” and infographics are an effective way to spark a reader’s interest, says Spurlock. Pachal agreed, stating that infographics are “more clickable” than other multimedia, such as video, which may turn a reader off since it usually requires sound, as well as investing more time to watch. Consequently, including the word ‘Infographic’ in your press release headline is a great tactic to increase your number of hits.

Not all infographics are created equal: If you’re compiling numbers into a graphic, yet those numbers do not relate, the purpose of the infographic is lost, notes Spurlock. Bergmann agreed, suggesting that PR pros evaluate the usefulness of an infographic on a “story-to-story basis.” At the Associated Press, staffers are very interested in interactive graphics as well as animations. However, Neesa pointed out that “not every story renders well into a visual,” and PR pros should be cautious of jumping to the assumption that every poll translates into a legitimate news story. The panelists agreed that pitching an infographic that blatantly promotes your brand is a major faux pas. If your visual looks the least bit like propaganda, any legitimate news organization will be reluctant to post it, as it could hurt their brand value, says Bergmann.

Be clear and concise; editors and readers will thank you: One of the main advantages of creating an infographic is that it allows you to “mold and present information in a way that’s clear to the reader,” commented Bergmann. If you cram too much information into your graphic, you’re defeating its original purpose. Pachal mentioned that your infographic should easily translate to Pinterest, which drives much of the online traffic today. Whether you’re pitching an idea for an infographic or an actual infographic itself, make sure you are presenting “tabulated, nugget-style information,” suggests Neesa. Focus on how you can break the product/idea up; if your information is already organized for the visual staff at a news outlet, this makes their job that must easier. Lastly, stick to the facts, and facts only. The editorial team will vet and research the data you present before they post or link to your infographic, so you must be absolutely sure that your methodology and sampling are valid beforehand.

For more information on the Publicity Club of NY, visit www.publicityclub.org. You can get the latest news with photos/multimedia by registering at www.businesswire.com.


Media Pitching Tips from Top Business Magazines

March 28, 2011
by Nikelle Feimster, Media Relations Specialist, Business Wire/NY
NIkelle Feimster

Nikelle Feimster

The Publicity Club of New York (PCNY) recently held a business media briefing at 3 West Club in New York City. The event, moderated by Peter Himler, Founder and Principal of Flatiron Communications LL, included a panel of guests from top business magazines. The speakers were: Michael Santoli, Senior Editor & “Streetwise” Columnist, Barron’s; Jeff Chu, Articles Editor, Fast Company; Steve Bertoni, Reporter, Forbes; Nadine Heintz, Senior Editor, Inc. Magazine; Russell Pearlman, Senior Markets Editor, SmartMoney Magazine.

Here are a few techniques offered by the panelists on how PR professionals can increase their chances of getting media coverage:

 Make your pitch challenging. According to Steve Bertoni, Forbes is always known as the “drama critics of capitalism”. He said that for the magazine, stories need to have challenge or conflict so be sure there is drama or a lesson in your pitch.

Take time to build relationships. Russell Pearlman of SmartMoney Magazine advised PR pros to invest in long term relationships with journalists. He is willing to contact companies for information, but only after he has developed a relationship with them first. It’s also helpful to provide him with a client list that explains what each client can talk about.

Make sure your pitch fits the publication. According to Nadine Heintz of Inc. Magazine, you should know and read the magazine. “Show that you understand it and how your story would be a good fit,” she said.  When pitching Fast Company, Jeff Chu said to check out the magazine issue covering the world’s most fifty innovative companies to get a good sense of the companies they cover.

 Small companies, small industry you can still get big coverage. Inc. Magazine only covers privately held companies. Heintz will focus on how people start their own business and what makes them successful. Also, Barron’s writers are not bound by a beat assignment so “everything is pretty much fair game,” said Michael Santoli.

The panelists provided additional tips for pitching, like:

  • Don’t continue to call without leaving a voice message.
  • Spell the writer’s name correctly.
  • Stay away from jargon.
  • Put the news in the headline and subhead of the email.

PCNY has monthly “Meet the Media” luncheons that include a panel of guests from leading print, broadcast and online news organizations. For more information on upcoming events, visit http://www.publicityclub.org.


Follow

Get every new post delivered to your Inbox.

Join 38,611 other followers

%d bloggers like this: